Quality of service determined under the ethnocentrismin effect in service operations

Ethnocentrism is influential in consumers' purchasing behavior and in evaluating purchased services. Despite the large number of studies on ethnocentrism, the impact on the service sector has been partially overlooked. The work done focuses on concrete products and the gap in the service sector is ignored. Consumer ethnocentrism has been studied on the quality of service perceived by consumers in foreign writing, but the number of studies in the domestic literature is very small compared to the foreign literature. On the contrary, there are a lot of foreign and Turkish studies on service marketing and service quality related to this marketing. However, they were not found as a result of the literature search for a study on how and when these two cases affect each other. The purpose of this study is to determine the ethnocentric tendencies of consumers and to determine their impact on the perceived service quality of service enterprises. This study contributes to the current literature by examining the effect of service quality perceived under the influence of ethnocentrism in consumer ethnocentrism service enterprises. The research was conducted in Kayseri province. Consumer ethnocentrism, which is the basic concept of the subject, was measured by CETSCALE scale in this study and it was revealed that the Turkish consumers in the study showed a tendency of consumer ethnocentrism at moderate level. According to the results of the research, it can be said that consumers' intention to purchase services from local service providers is relatively positive. It can be said that the loyalty of consumers to domestic service providers is relatively positive. Respondents' ethnocentrism levels and demographic characteristics were not statistically significant between gender and consumer ethnocentrism. It can be said that the loyalty of consumers to domestic service providers is relatively positive. Respondents' ethnocentrism levels and demographic characteristics were not correlated with gender. As a result of the analysis made, statistically there is no significant difference between ethnocentrism level and education. There was a statistically significant negative correlation between age and consumer ethnocentrism. As a result of the research, it was determined that there is a statistically significant relationship between ethnocentrism level and marital status of consumers. A statistically significant relationship was found between perceived quality of service and ethnocentrism according to the result of the correlation analysis conducted to determine the relationship between perceived service quality of the respondents and ethnocentrism levels. Keywords: Consumer ethnocentrism, Perceived service quality, CETSCALE